Providing market intelligence for more than 35 years

In The News

Looking At The Auction Marketplace From Other Perspectives

In RTB, scale also means having the power to process data at rapid speed. From the time a request comes in, each bidder has 100 milliseconds to respond. In that time, a bidder has to locate the user the impression is for, determine the value of an impression by this user of one or more campaigns, and finally place the bid and record all the needed information. What this means is that each bidder request operates between three and four times faster than the blink of an eye, and about half as fast as the time it take for the human brain to recognize a face. Talk about speed!

When you look at RTB numbers compared to tangible stats, you can begin to understand where we stand as an industry. Parks Associates recently reported that RTB technology will support roughly 50% of the display ad volume in North America in five years. In addition, by 2015, eMarketer predicts that RTB will account for 25% of display ad spending. The fact is that RTB's growth, scale and speed have accelerated rapidly, especially when you consider that it was introduced just after 2001.We have already come a long way, and this industry will only continue to become more scalable as better infrastructure is produced and key lessons from the world of programmatic media buying are refined.

From the article, "Looking At The Auction Marketplace From Other Perspectives"by Gus Spathis.

Previously In The News

Home Networking Gaining Mass Acceptance

A growing retail presence among companies manufacturing end-user home networking products indicates that the home networking industry is beginning to make headway in the mass market. The effect i...

Online Viewing Has An Off-Ramp Problem

God bless early adopters. They pay the huge prices for items the rest of us aren’t so sure we need or want. The color TV! PCs and iPads. Cell phones the size of a loaf of bread! Their early confide...

Dish, Whirlpool Partner With Amazon Devices

Today, 40% of smartphone owners already use digital assistants, according to a recent survey conducted by Parks Associates. Millennials are most likely to partake (46%), but -- as the technology co...

The Universal Problem With TV Everywhere

"I've had conversations with DirecTV, who said they are reluctant to spend money marketing a free service," said Brett Sappington, director-research at Parks Associates, a market-research and consu...